state of trade

MANAGEMENT SUMMARY – THE STATE OF TRADE SURVEY 2020STATE OF TRADE

AUGUST 2021 | PRIVATE & CONFIDENTIAL

STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 2

STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY

CONTENTS

1. BACKGROUND INFORMATION AND DATA GUIDELINES

2. EUROPE PRODUCT SUMMARY – € VALUE

3. EUROPE PRODUCT SUMMARY – UNITS

4. CATEGORY DEVELOPMENT

5. CATEGORY OVERVIEW

6. REGION OVERVIEW

7. REGIONAL DEVELOPMENT

8. COUNTRY ANALYSIS

9. BRAND PARTICIPANTS

1. BACKGROUND INFORMATION AND DATA GUIDELINESReport ObjectiveThe overall objective of the report is to provide a viewpoint of the size of the outdoor markets in Europe as defined by the market definition used in the report. The metrics included in the report include units and value in Euros.

Market DefinitionThe definition of outdoor products can differ across the industry and by research company. The definition used by the European Outdoor Group (EOG) in this report includes specialist outdoor and lifestyle products used for hiking, trekking, climbing (indoor and outdoor), mountaineering and camping. The report excludes wider recreational products used for sailing, surfing (and other water based sports), hunting, and fishing and board sports.

Data CollectionParticipating companies are responsible for inputting data correctly and completely and to respond to any data enquiries during the data collection.

Data guidelinesWhile the report does provide growth figures these should be interpreted within the data guidelines:

The market development is based on the aggregated results of the inputted data. Companies with extreme declines and growth are excluded from the growth to provide the growth average of ‘non fluctuating’ companies.

Where brand coverage is lower it is possible to see more data fluctuations. For example, in some of the Eastern European markets and in some of the product subcategories.

Disclaimer The contents of this report are confidential to the participating brands. Any disclosure, copying, further distribution or action taken in reliance on it without authorised access by the European Outdoor Group is prohibited and may be unlawful.

This market research study has been compiled in good faith by the European Outdoor Group. However, no representation is made as to the completeness or accuracy of the information it contains. In particular, you should be aware that this information may be incomplete, may contain errors or may have become out of date. The EOG shall not be liable for any direct, indirect, incidental, special or consequential damages, resulting from the usage of any content from this report.





2. EUROPE PRODUCT SUMMARY – € VALUE

0.0

0.2

0.4

0.6

0.8

1.0



3. EUROPE PRODUCT SUMMARY – UNITS

APPAREL

€97.4MFOOTWEAR

€37.9M

BACKPACKS

€13.6M

TENTS

€2.5M

S/BAGS & MATTS

€4.1M

ACCESSORIES

€39.6M

CLIMBING

€8.0M

€203.1MUNITS 2020

APPAREL

€111.9MFOOTWEAR

€42.5M

BACKPACKS

€16.7M

TENTS

€2.8M

S/BAGS & MATTS

€4.8M

ACCESSORIES

€40.9M

CLIMBING

€8.2M

€227.8MUNITS 2019

APPAREL

€97.4MFOOTWEAR

€37.9M

BACKPACKS

€13.6M

TENTS

€2.5M

S/BAGS & MATTS

€4.1M

ACCESSORIES

€39.6M

CLIMBING

€8.0M

€203.1MUNITS 2020

APPAREL

€111.9MFOOTWEAR

€42.5M

BACKPACKS

€16.7M

TENTS

€2.8M

S/BAGS & MATTS

€4.8M

ACCESSORIES

€40.9M

CLIMBING

€8.2M

€227.8MUNITS 2019

2019 / 2.3%

2020 / -11%


4. CATEGORY DEVELOPMENT

Total market sell-in value was

€5.3bn

* Note this is a retail estimate based on the weighting used by the brands. It does not take account of any discounting or price promotions of stock and should only be used as a guide. (As not all stock is sold at the original retail price)


VALUE UNIT % CHANGE % CHANGE

Apparel -10.4% -12.9%

Backpacks & Luggage -16.9% -18.6%

Climbing Equipment -1.4% -2.8%

Footwear -10.4% -10.8%

Outdoor Accessories 0.6% -3.2%

Sleeping Bags & Mattresses -5.9% -14.3%

Tents -1.1% -11.2%

ALL CATGORIES -9.5% -10.9%

SALES % CHANGE IN VALUE AND UNITS – 2020 COMPARED TO 2019


* Includes 7 categories – poles, navigation, snow and safety, camping furniture, cooking, eating and hydration, lighting, misc accessories.

** Figures are shortened and may include rounded or simplified data.


BY CATEGORY VALUES 2019 M VALUES 2020 M % Value UNITS 2019 M UNITS 2020 M % Unit

Apparel 2899.89 2598.95 -10.4% 111.86 97.38 -12.9%

Backpacks & Luggage 408.49 339.35 -16.9% 16.65 13.56 -18.6%

Climbing Equipment 146.95 144.95 -1.4% 8.19 7.96 -2.8%

Footwear 1690.97 1515.30 -10.4% 42.54 37.92 -10.8%

Outdoor Accessories 411.78 414.45 0.6% 40.94 39.64 -3.2%

Sleeping Bags 113.72 107.03 -5.9% 4.77 4.09 -14.3% & Mattresses

Tents 154.70 152.95 -1.1% 2.83 2.51 -11.2%

ALL CATEGORIES 5826.51 5272.97 -9.5% 227.78 203.06 -10.9%

5. CATEGORY OVERVIEW



6. REGIONAL VALUE IN EUROS

760m

-9%

14%

916m

-10%

17%

1.9BN

-9%

37%

291m

-7%

6%

1.1BN

-11%

22%

199m

-10%

4%

€ – SELL IN VALUE

% CHANGE

SHARE

UK & BENELUX SOUTHERN EASTERNDACHSCANDINAVIA RUSSIA



7. REGIONAL DEVELOPMENT

VALUE % CHANGE YEAR ON YEAR

VOLUME % CHANGE YEAR ON YEAR

ALL COUNTRIES

-9.5%

ALL COUNTRIES

-10.9%

DACH -8.7%

DACH -7.8 %

UK & BENELUX -10.2%

UK & BENELUX -7.2%

SOUTHERN -11.2%

SOUTHERN -16.0%

SCANDINAVIA -8.8 %

SCANDINAVIA -14.7%

EASTERN -7.0%

EASTERN -8.7%

RUSSIA -10.3%

RUSSIA -12.9%

-12

-10

-8

-6

-4

-2

0

-20

-15

-10

-5

0



8. COUNTRY ANALYSIS – BENELUX

BENELUX

APPAREL

€37.6MFOOTWEAR

€13.9M

BACKPACKS

€8.2M

TENTS

€2.2M

S/BAGS & MATTS

€2.6M

ACCESSORIES

€4.5M

CLIMBING

€1.8M

€70.9MVALUE

2020



8. COUNTRY ANALYSIS – AUSTRIA

DACH – AUSTRIA

APPAREL

€133.2MFOOTWEAR

€89.4M

BACKPACKS

€12.9M

TENTS

€3.3M

S/BAGS & MATTS

€3.6M

ACCESSORIES

€33M

CLIMBING

€11.4M

€286.7MVALUE

2020



8. COUNTRY ANALYSIS – SWITZERLAND

DACH – SWITZERLAND

APPAREL

€154.6MFOOTWEAR

€81.6M

BACKPACKS

€20.9M

TENTS

€3M

S/BAGS & MATTS

€6.3M

ACCESSORIES

€33.8M

CLIMBING

€11.5M

€311.6MVALUE

2020



8. COUNTRY ANALYSIS – GERMANY

DACH – GERMANY

APPAREL

€638.7MFOOTWEAR

€401.7M

BACKPACKS

€115.6M

TENTS

€42.2M

S/BAGS & MATTS

€28.7M

ACCESSORIES

€91.4M

CLIMBING

€28.1M

€1346.5MVALUE

2020



8. COUNTRY ANALYSIS – CZECH REPUBLICEASTERN – CZECH REPUBLIC

APPAREL

€26.6M

FOOTWEAR

€42.3M

BACKPACKS

€5.6M

TENTS

€2.2M

S/BAGS & MATTS

€2.2MACCESSORIES

€6.1M

CLIMBING

€3.4M

€88.6MVALUE

2020



8. COUNTRY ANALYSIS – POLAND

EASTERN – POLAND

APPAREL

€42.3M

FOOTWEAR

€55.1M

BACKPACKS

€5.1M

TENTS

€1.4M

S/BAGS

€1.2MACCESSORIES

€5.4M

CLIMBING

€3.2M

€113.8MVALUE

2020



8. COUNTRY ANALYSIS – UK & IRELAND

UK & IRELAND

APPAREL

€410.9MFOOTWEAR

€124.8M

BACKPACKS

€43.4M

TENTS

€41.6MS/BAGS & MATTS

€17.3M

ACCESSORIES

€60.8M

CLIMBING

€13.7M

€712.5MVALUE

2020



8. COUNTRY ANALYSIS – RUSSIA

RUSSIA

APPAREL

€72.7M

FOOTWEAR

€105.8M

BACKPACKS

€4.7M

TENTS

€2.4M

S/BAGS & MATTS

€3.5M

ACCESSORIES

€7.2M

CLIMBING

€2.9M

€199.1MVALUE

2020



8. COUNTRY ANALYSIS – DENMARK

SCANDINAVIA – DENMARK

APPAREL

€71.8MFOOTWEAR

€26.4M

BACKPACKS

€12.8M

TENTS


€3.3M

ACCESSORIES

€7M

CLIMBING

€1M

€125.8MVALUE

2020



8. COUNTRY ANALYSIS – NORWAYNO – NORWAY

APPAREL

€155.2MFOOTWEAR

€48.2M

BACKPACKS

€13.6M

TENTS


€4.9M

ACCESSORIES

€13.6M

CLIMBING

€3M

€244.4MVALUE

2020



8. COUNTRY ANALYSIS – FINLAND

SCANDINAVIA – FINLAND

APPAREL

€75.4MFOOTWEAR

€47.2M

BACKPACKS

€8.9M

TENTS

€2MS/BAGS & MATTS

€3M

ACCESSORIES

€10.1M

CLIMBING

€1.4M

€148.1MVALUE

2020



8. COUNTRY ANALYSIS – SWEDENSE – SWEDEN

APPAREL

€148.4MFOOTWEAR

€55.1M

BACKPACKS

€15M

TENTS


€4.7M

ACCESSORIES

€13.5M

CLIMBING

€2.2M

€241.5MVALUE

2020



8. COUNTRY ANALYSIS – FRANCE

SOUTHERN – FRANCE

APPAREL

€253.5MFOOTWEAR

€158.6M

BACKPACKS

€32.4M

TENTS

€22.8M

S/BAGS & MATTS

€12.4M

ACCESSORIES

€70.4M

CLIMBING

€28.7M

€578.6MVALUE

2020



8. COUNTRY ANALYSIS – ITALY

SOUTHERN – ITALY

APPAREL

€155MFOOTWEAR

€118.6M

BACKPACKS

€13.6M

TENTS

€4.4M

S/BAGS & MATTS

€4.4M

ACCESSORIES

€27.3M

CLIMBING

€17.6M

€340.8MVALUE

2020



8. COUNTRY ANALYSIS – SPAIN & PORTUGAL

SOUTHERN – SPAIN & PORTUGAL

APPAREL

€128.3M

FOOTWEAR

€74.8M

BACKPACKS

€10.7M

TENTS

€ 4M

S/BAGS & MATTS

€3.1MACCESSORIES

€11.9M

CLIMBING

€9.5M

€242.3MVALUE

2020


9. BRAND PARTICIPANTS

Adidas Outdoor Aerobed AKUArc’teryx ArvaAsoloAyacuchoBerghausBlack Diamond BLUE MOUNTAIN BUFF BURTONCamelbakCamp Campingaz CassinChouinard DesignColumbia SportswearDeuter DMMDynafit Eagle CreekEasy CampEcase EDELRIDEider

Fenixlight FjällrävenFletcher Force Ten FreetimeGrandcanyonGregory Packs GrivelHaglöfsHanwagHelly HansenHigh ColoradoHummingbird IcebreakerICEBUG Jack WolfskinKatadyn KaylandKeenKLEAN KANTEENLa SportivaLichfield Light My FireLowaLowe Alpine Mammut

MarmotMckinleyMeindlMerrellMillet MontaneMountain EquipmentNikwaxNordisk OCK Open AirOptimus Orbit OrtliebOrtovoxOspreyOur Planet Outwell PacktowlPacsafePatagonia PETZL Platypus POD PomocaRab

RobensSalewa SalomonScarpa SCHECKSchoeffelSealline Sevylor SmartwoolSterns Tatonka Tecnica - DolomiteTernuaThe North Face Therm-A-Rest ThuleTrangoworldTrek’n EatTrezeta Vango VaudeVikingWest Trail Wild Country

For any questions, please contact Pauline Shepherd via [email protected] or +44 01539 727235

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